Oita Airport in southwestern Japan is now officially known as Oita Hello Kitty Airport — at least until October 2025.

The temporary rebrand is part of a tourism promotion tied to Expo 2025 in Osaka and adds a dose of Sanrio charm to the region's travel experience.

The airport, located in Oita Prefecture, features extensive Hello Kitty and Sanrio-themed decorations, including signage, photo spots, and exclusive merchandise such as keychains, T-shirts, and cookies. Travelers departing from the airport also receive special Sanrio-themed luggage tags.

To further enhance the themed experience, a new bus service now connects the airport to Harmonyland, Sanrio’s theme park located about an hour away.

Even the boarding bridge has been adorned with Hello Kitty artwork, greeting passengers as they board. Inside the terminal, visitors can spot Hello Kitty on posters, alongside other beloved Sanrio characters such as My Melody, Little Twin Stars, and Pochacco.

The initiative is designed to boost tourism to Oita Prefecture, known for its hot springs, and to help distribute tourist traffic more evenly across Japan during the Expo period. With Sanrio Harmonyland located in the same prefecture, the rebrand serves as a natural and strategic fit for the region.

The Hello Kitty-themed makeover will remain in place until 13 October 2025.